Meta Whistleblower: Targeted Ads Based on Teen Emotional State

Meta Accused of Targeting Teens Based on Emotional Vulnerability

Former Facebook Global Public Policy Director Sarah Wynn-Williams, now author of “Careless People,” testified before U.S. senators on Wednesday. She revealed that Meta actively targeted adolescent users with advertisements tailored to their emotional conditions.

Details from Wynn-Williams’ Testimony

Wynn-Williams initially detailed these practices within her recently published book. It outlines a period of perceived “careless” disregard exhibited by Meta’s leadership, including CEO Mark Zuckerberg and former COO Sheryl Sandberg, regarding the company’s influence and potential for negative impact.

While the hearing primarily centered on Meta’s interactions with China and potential misrepresentations made in previous congressional appearances, senators also focused on Instagram. This stemmed from prior investigations in 2021 concerning Meta’s effects on children.

Targeting Practices Explained

Responding to questioning from Senator Marsha Blackburn (R-TN), Wynn-Williams confirmed that Meta, formerly known as Facebook, targeted individuals aged 13 to 17 when they exhibited signs of sadness or depression.

According to Wynn-Williams, the platform could detect feelings of worthlessness, helplessness, or failure in users. This data was then shared with advertisers.

Advertisers recognize that individuals experiencing negative self-perception are often more receptive to purchasing products. Therefore, these moments were considered optimal times to present advertisements.

Examples of Targeted Advertising

The company reportedly informed advertisers when teens were experiencing depression, enabling them to deliver ads at the most opportune moment. For instance, if a teenage girl deleted a selfie, advertisers might view this as an ideal time to promote beauty products.

Wynn-Williams also stated that teens struggling with body image concerns were targeted with advertisements for weight loss solutions.

Vulnerability and Value of the Demographic

Meta was allegedly aware that 13- to 17-year-olds represented a vulnerable, yet highly profitable, demographic for advertisers. This understanding served as the primary motivation for these practices.

One company leader reportedly described teens as the “most valuable segment of the population” for advertisers, suggesting Meta should actively promote this fact.

Concerns Raised by Wynn-Williams

Wynn-Williams expressed her concern that a company with substantial financial resources did not need to resort to such tactics to increase profits.

Potential Targeting of Adults

If Meta was willing to target teens based on their emotional states, it is reasonable to assume similar practices were applied to adult users. Evidence presented during the hearing supported this possibility.

A screenshot of an internal conversation revealed a Facebook policy director inquiring about research into the emotional states of young mothers. The response confirmed the research was underway, accompanied by a cynical remark about the morality of colleagues involved.

Executive Hypocrisy

Wynn-Williams also observed a pattern of hypocrisy among Silicon Valley executives. Many did not allow their own children to use the products they developed.

She recounted asking executives if their teenagers used new products, only to be met with responses indicating their children were prohibited from using Facebook or Instagram. These executives, she asserted, were aware of the potential harm caused by their products.

Meta’s Response

In a statement, Meta refuted the allegations made in Wynn-Williams’ testimony, characterizing them as “divorced from reality and riddled with false claims.”

Regarding the claims about targeting teens, Meta reiterated a 2017 statement. They asserted that the market analysis in question was “never used to target ads and was based on data that was anonymous and aggregated.”

This article has been updated to include additional statements from Meta.